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The Role Of Professional Photography In Your Communications Strategy

professional-photography

The importance of high-quality business photography cannot be understated. Professional photos can provide innumerable benefits for businesses in Kent, helping them to attract more customers, increase sales and enhance their brand identity. 

However, photography can also translate well in terms of how local businesses can communicate and build credibility and trust with potential customers or clients. If you’re not sure how then read on.

Benefits of professional photography for communications and PR

Whatever type of business you run, professional commercial photography can work wonders at helping your company stand out. In today’s highly competitive market, that speaks volumes, especially when you consider how vital first impressions are. 

In terms of customer communication, you can expect corporate photography to:

  • convey the right message to your audience;
  • provide more visibility for your business and its activities;
  • increase chances of coverage in the press or media;
  • give your customers more insight into your products or services;
  • support your other marketing strategies, such as social media, SEO or PPC; and
  • add value to your brand identity and image.

Why do you need good photos for your business communications?

Whether you are running a small business in Kent or you already have an established brand looking to invest properly in digital marketing, photography can help in numerous ways. 

Nowadays, we have mobile phones with respectable cameras built into them, with images proving to be decent in terms of resolution and quality. In some cases, these photos may suffice to be used for communication purposes. However, when it comes to taking your marketing and PR activities to the next level, a mobile phone camera won’t always be suitable for business headshots, team photos, or ‘products-in-action’ imagery. 

You can’t ignore the need for professional photography forever, certainly, if you want the following for your business:

  • Intricate details highlighted in your photos
  • Impactful messaging
  • More media coverage
  • Improved customer trust in your brand

Should you always hire a professional photographer?

Businesses in Kent might not exclusively need to hire a local photographer to get the right images they need. Ultimately, it depends on what stage you are at with your marketing and communications. It might be that you are not at the stage where high-quality corporate photos are truly necessary. For example, you may be in the early stages of setting up your business and might be focusing your efforts on building a trusted network of clients. 

An experienced photographer can add value with services like lifestyle photography, corporate headshots, business portraits, engineering, tech, manufacturing or even architectural photography. However, if the focus is on external communications and PR, you can get by with essential photography equipment. For example, you may only need to invest in used DSLRs or mirrorless cameras, some filters, a tripod, a white backdrop and some small props to get started.

Why aren’t more businesses investing in commercial photography?

While it’s not wise to overlook photography for businesses, in hindsight, it’s understandable that many companies are not making it a priority right now. 

  • Long-term value – Sadly, some business owners don’t see the value in hiring a photographer to take their photos. Compare this with, say, marketing professionals who recognise the value that a third-party professional can bring to a business – someone who’ll take the time to understand the business and its goals, ensuring that imagery supports these goals. Some companies just need more proof in the pudding.
  • Upfront cost – In financially testing times, particularly considering today’s cost of living, tightening spending is an urgent priority for many businesses. However, there is a big misconception that commercial photography is expensive, when, if anything, it’s largely very affordable. It’s not too difficult to find a reputable and affordable local photographer. Of course, the idiom ‘you get what you pay for’ rings true here.
  • Time – Understandably, many local businesses are busier than ever, so much so that it becomes difficult to think about photography, much less find a local commercial photographer. Plus, there’s factoring in setting sufficient time aside for shooting, reviewing the edits, consolidating them, organising all the logistics, and more.

Therefore, it’s no surprise why many companies are going the DIY route to save time, money and hassle. While this might be sufficient in the short term, there will come a time when these images won’t cut the mustard.

Finding the right commercial photographer

In retrospect, it’s clear to see that hiring an experienced photographer can be the best long-term investment companies can make for improving their communications strategies.

The most effective and efficient way of finding the best photographer in your area is to take the following steps.

  1. Search online for specific photographers experienced in communication, PR or marketing.
  2. Ask in public forums or networking groups like Nextdoor for recommendations.
  3. Speak to people in your network for referrals to reputable photographers they have used, ideally versed in the specialisms you require.
  4. Consult a shortlist of photographers, ask to see samples if not already visible, and get an idea of their rates and availability.
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